User-Generate-Content Behaviours Shape Brand Loyalty: A Self-determination Theory Perspective

Abstract

The growth of social media has witnessed the birth of user-generated content (UGC) over the past decades. Social media platforms, such as Twitter and Instagram, generate many opportunities for users to share data, photographs, and videos and make their content spontaneously. However, the research on how users generate content from social media platforms benefits the social media brand is limited. This paper aims to examine the behaviours in which users generate content via social media platforms TikTok and how it contributes to the brand from a self-determination perspective. This study potentially explains why users become loyal to the brand by meeting their needs. The results find that users generate the content on TikTok can build their brand loyalty by meeting the demand of competence and relatedness. Moreover, the customers also need to feel the connection with others, including valuable to others, and receive the care and support from others. The discussion and limitation of this research are also given.